Renovated in 2010, the street-level Spirit of Hockey retail store features extended hours, superior sightlines and a significantly larger selection of HHOF, NHL, Hockey Canada and other licensed merchandise, including a new line of HHOF-branded apparel by Reebok.

One of the exciting design elements of the store is the larger-than-life sculpture based on Ken Danby's iconic "At The Crease" painting. The sculpture is located at the store's interior entrance within Sam Pollack Square, Brookfield Place.

The Spirit of Hockey retail store is open 362 days a year, with the exception of New Year's Day, Christmas Day and Induction Monday.